ANALISIS PENGARUH MARKETING PUBLIC RELATION DAN CELEBRITY ENDORSEMENT TERHADAP CUSTOMER LOYALTY MELALUI CORPORATE IMAGE DAN BRAND IMAGE PADA PENGGUNA PRODUK MEREK EIGER DI KOTA SAMARINDA --

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ABSTRAK
Penelitian ini bertujuan untuk menganalisa Pengaruh Marketing Public Relation
dan Celebrity Endorsement terhadap Customer Loyalty melalui Corporate Image dan
Brand Image pada pengguna produk merek Eiger di Kota Samarinda. Penelitian ini
menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah
dengan software IBM SPSS Statistic 23 dan Structural Equation Modelling (SEM)
dengan teknik pengambilan sampel yaitu accidental random sampling.dengan software
IBM AMOS 23. Sampel yang digunakan dalam penelitian ini berjumlah 154 sampel yang
diambil dari pengguna produk merek Eiger di Kota Samarinda. Skala pengukuran yang
digunakan pada penelitian ini menggunakan skala likert dengan skor 1 sampai dengan
5. Dalam penelitian ini juga dilakukan uji instrument yang terdiri dari uji validitas dan uji
reliabilitas, uji asumsi menggunakan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa marketing public relation
terhadap corporate image berpengaruh signifikan; celebrity endorsement terhadap
corporate image berpengaruh signifikan; marketing public relation terhadap brand
image tidak berpengaruh signifikan; celebrity endorsement terhadap brand image
berpengaruh signifikan; marketing public relation terhadap customer loyalty
berpengaruh signifikan; celebrity endorsement terhadap customer loyalty tidak
berpengaruh signifikan; corporate image terhadap brand image berpengaruh signifikan;
corporate image terhadap customer loyalty berpengaruh signifikan; brand image
terhadap customer loyalty tidak berpengaruh signifikan.
Kata Kunci: Marketing Public Relation, Celebrity Endorsement, Corporate Image,
Brand Image, Customer Loyalty, Eiger, Samarinda
ABSTRACT
This study aims to analyze the effect of Marketing Public Relations and Celebrity
Endorsement on Customer Loyalty through Corporate Image and Brand Image on users
of Eiger brand products in Samarinda City. This study used a quantitative approach
using path analysis which was processed with IBM SPSS Statistics 23 and Structural
Equation Modeling (SEM) software with a sampling technique, namely accidental
random sampling, using IBM AMOS 23 software. The samples used in this study totaled
154 samples. from users of Eiger brand products in Samarinda City. The measurement
scale used in this study uses a Likert scale with a score of 1 to 5. In this study, instrument
tests were also carried out which consisted of validity and reliability tests, assumption
tests using estimation tests and structural model fit tests.
Based on the structural model, it can be proven that marketing public relations
has a significant effect on corporate image; celebrity endorsement has a significant
effect on corporate image; marketing public relations on brand image has no significant
effect; celebrity endorsement has a significant effect on brand image; marketing public
relations has a significant effect on customer loyalty; celebrity endorsement has no
significant effect on customer loyalty; corporate image has a significant effect on brand
image; corporate image has a significant effect on customer loyalty; brand image on
customer loyalty has no significant effect.
Keywords: Marketing Public Relations, Celebrity Endorsement, Corporate Image,
Brand Image, Customer Loyalty, Eiger, Samarinda